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Amazon Comprehend Product Listing Optimization 2024

Published on July 5, 2024

About this video

Amazon Comprehend Product Listing Optimization 2024 - Learn how to leverage this powerful AWS service to analyze and improve your product listings, boosting your Amazon SEO and conversion rates.

Are you struggling to create compelling Amazon listings that resonate with potential customers? In this video, Igor, co-founder of Amazonia PPC agency, reveals a game-changing tool for Amazon sellers: Amazon Comprehend.

*Key topics covered* 1. The importance of understanding the sentiment your listing evokes in potential customers 2. How to access Amazon Comprehend and analyze your listing's bullet points and description 3. Interpreting the results - sentiment, entities, key phrases, and confidence levels 4. Examples of positive vs neutral listings and how to improve neutral listings to be more positive and engaging Tips for making your listings shine using this free, easy-to-use tool

Don't miss out on this essential Amazon listing optimization technique! Whether you're selling squirrel finger puppet or funny buzzers, learn how to craft listings that not only rank well but also create a positive emotional response in potential buyers.

šŸ”‘ *Key takeaways*

1. Use Amazon Comprehend to analyze your listing's sentiment 2. Aim for a high positive sentiment score (90%+) 3. Review entities and key phrases for clarity and relevance 4. Optimize bullet points and descriptions based on analysis results 5. Incorporate humor and use cases to boost positive sentiment

*Contents* 0:00 - Introduction and topic overview 0:39 - Introduction to Amazon Comprehend 0:52 - How to access Amazon Comprehend through AWS 1:12 - Step-by-step guide on using Amazon Comprehend 1:35 - Analyzing listing sentiment and results explanation 2:31 - Real example: Analyzing a product with positive sentiment 3:34 - Example of a listing with neutral sentiment 4:23 - Key takeaways and how to improve your listings

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Transcript

hi everyone I'm eigor the co-founder of Amazonia PPC agency since 2016 we've been helping Amazon brand scale their businesses in this video I'm going to talk about your listing have you ever wondered how somebody who's reading your listing is going to feel like after reading your listing if you haven't you should ask yourself that because somebody reading your listing your title your your bullet points and description the A+ content somebody reading that can have a even subconscious feeling about is it positive is it neutral is it even negative sentiment on that listing now is there a better way to to know that than using Amazon own tools for that that's when Amazon comprehend comes to the play uh now to access the Amazon comprehend you need to sign up for Amazon web services or or AWS uh you can have most of their tools for free for the first 12 months even after that and even if you opt in for to py to to pay for it it's pretty pretty affordable how to analyze your listing when you open up Amazon comprehend it's pretty easy to navigate it's simple tool uh you just grab your listing let's take this fancy squirrel and copy the descript the bullet points for example you want to paste that into the input field over here and just click analyze you will be presented with some overall results so uh the most important is the sentiment is it neutral positive or negative God forbid so in this case it's 98% positive sentiment uh you can go also by by the tabs up there and analyze the entities uh what is it uh that maybe is not elaborated enough and you can also go to analyze the key phrases and is it clear to the reader what you want to communicate and depending on the details on on your listings you can really find some interesting results over here this one is pretty good so confidence is uh in the '90s mostly for most of the keywords uh use and as I said the most important thing as the sentiment is 98% positive now to have a a better example let's do another one let's take the second listing I have over here and just use the bullet points of it yeah it's pretty good product but let's analyze what's the the feeling after reading it uh some basic info really nothing special on the entities key phrase flash buzzer yeah 83 that's pretty good but still for a flashing buzzer it should be uh more than that so maybe something more descriptive than that uh light uh the effect that it actually lights is not that clearly stated in the listing and we can go further and analyze uh the phrases okay this is pretty confident that's good uh let's see the sentiment yeah this is great example so neutral 58 confidence uh from neutral so somebody reading this even though it's a pretty funny product and somebody reading and evaluating this product can really have a smile on their face uh but still uh to a reader it's not the the text itself itself can be written more POS positively like turn it turn uh the the text into more positive tone by adding some maybe jokes or use cases where you can send that to your colleague don't send it to your boss but send that to your colleague and and that that kind of stuff uh positive is only 40% confidence so this is a use case scenario how to make your listings shine really it's a it's a free tool just take takes a little bit of practice and you will uh improve it to the Max uh let me know what you think about it in the comments let me know if you need any help about this and see you in the next video guys bye-bye

Frequently asked questions

What is Amazon Comprehend and how can sellers use it to improve their listings?

Amazon Comprehend is a natural language processing service from Amazon Web Services that analyzes text and returns insights including overall sentiment, key phrases, and named entities. For Amazon sellers, a practical use is to paste your bullet points or product description into the tool and see whether the text registers as positive, neutral, or negative to a machine reader. Since Amazon's own algorithm processes listing text in a similar way, a listing that reads as neutral rather than positive may be less engaging to both the algorithm and real shoppers than you intend. The tool is free to use for the first 12 months on an AWS account and remains affordable after that.

How do you access Amazon Comprehend to analyze a listing?

You need to sign up for an Amazon Web Services account if you do not already have one. Once inside the AWS console, search for Amazon Comprehend and open it. In the interface, paste the text you want to analyze, such as a set of bullet points, into the input field and click analyze. The tool returns an overall sentiment score showing the confidence level for positive, negative, neutral, and mixed classifications, along with tabs for entities and key phrases. The whole process takes under a minute per listing section and requires no technical knowledge.

What sentiment score should an Amazon listing aim for, and what should you do if it scores neutral?

A positive sentiment confidence of 90% or above is a strong result. A listing that returns a neutral score of 50% or higher with low positive confidence is signaling that the text, while factually correct, is not emotionally engaging. The fix is usually to rewrite the copy with a warmer or more active tone, add relevant use cases, or include language that describes the benefit the product delivers to the buyer rather than only describing its features. For products that lend themselves to humor or personality, incorporating that voice can push the sentiment score meaningfully higher. After rewriting, run the updated text through Comprehend again to confirm the score improved before publishing the changes.

What do the entities and key phrases outputs in Amazon Comprehend tell you about your listing?

The entities section shows Amazon Comprehend what objects, concepts, and attributes it identifies as important in your text, which gives you a signal about whether the most critical aspects of your product are coming through clearly. If key features are missing from the entities or identified with low confidence, that section of the listing may need to be rewritten more explicitly. The key phrases tab shows the main descriptive phrases the tool extracted, which you can compare against the search terms you most want to rank for. If the phrases Amazon Comprehend identifies as prominent do not match the keywords central to your SEO strategy, it is a sign that those terms need to be more prominent in the text.